The main theme of this paper is the issue of sexism in advertising with a tendency to show whether there are elements of sexism in advertising. Sexism can be defined as an ideology that finds a starting point in setting that mental and physical differences between the sexes reflect the different situation genres in society. The purpose was to show what is the position of women in the media and how they are displayed in the ad space. Advertising is one of the key factors for a brand, company or a private person to achieve success in the market. It enables enterprises to come directly into contact with the customer and desired information about their product. In order to get answers to the questions researched in this paper, advertising contents of selected journals were analyzed. This analysis has brought to a conclusion that it is possible to isolate the visual and textual markers in ads that can be interpreted as sexist, and that it is mainly the metonymy and metaphor as dominant semiotic connotative signifiers. On the other hand, the online conducted survey obtained a clear answer to the second research question – yes, there is a different perception of the existence of sexism, as well as its presence in the ads between men and women. Gender equality has always been a topic of much debate. Subordination of women and their social role has always been perceived in a completely stereotyped manner. We are seeing that today most media sells ads that could be called sexist, which is certainly worrisome.